Singapore Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Singapore beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Singapore beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
Beer sales grew in 2011, driven by the country's strong economic growth.

What are the key drivers behind recent market changes?
With a small population of about 5.2 million people, the beer industry remains heavily reliant on the tourism industry and inflows of foreign migrants. Rising expatriate levels and a robust tourism scene spell optimism for the sector.

What makes this report unique and essential to read?
The Singapore Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Singapore Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
  • There has been a continuing trend towards branded premium beer consumption, which in the past has lead to explosive growth. While this is expected to continue, growth in this area is not expected to be as aggressive as before given that premiumisation has already occurred.
  • Microbreweries continue to grow in popularity, with consumers keen to try new varieties and brands of beer. Microbreweries and restaurants rolled into one are also gaining popularity in Singapore.
  • This new trend has the potential to catch on, with boutique beers being introduced at hawker centres such as the Chinatown Complex in Chinatown
  • The continuous influx of lower income foreign workers in the construction and service industry has created a demand for cheaper beer alternatives from North Asia.
  • The focus of the 2011 Beerfest was craft beer, further fuelling interest in this sector 
Key Highlights
  • Premium and craft beers will continue to be the market focus
  • The trend of premiumisation continues, but with less aggressive growth
  • Beer imports, which include beers for local consumption and beers to be re-exported, grew at over 10% in 2011 and are forecast to grow further in 2012
  • In Singapore, a big proportion of beer is consumed on-premise given the high disposable income of locals, expatriates, and the booming tourist industry
  • The off-premise channel is dominated by modern retail